Hasta La Creative!

Korea’s Samsung, meanwhile, uses both Mr. Kim and Ms. Jun in its campaign (viewable here) to showcase the Galaxy S5 and its “superpowers,” like being waterproof.

The stars also appear in spots in Korea for Samsung, which “has been using these two actors earlier than other brands,” said Jacky Lung, executive creative director of Cheil China, the agency behind that ad. “And Samsung uses both of them together.” Not to mention, the show itself features plenty of Samsung product placements, boosting resonance.

One of Mr. Kim’s endorsements is tough not to snicker at. In a spot for a Chinese water brand called Hengda Bingquan, he holds up a bottle and says, “I love only you, Hengda Bingquan.”

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